Jan-April 2012

Adult Category

[box]The Fifty Shades trilogy, by E L James[/box]

Marketeer: Sarah Page
Publisher: Random House


Judges’ comments:

  • Incredibly quick turnaround – a month from acquisition to books in shops – and ebooks immediately
  • Brilliantly harnessed and built on existing buzz
  • Digital campaign worked across markets and platforms, including enhanced profile on Twitter
  • Partnership with Mumsnet targeted to potential audience!
  • First UK Google+ hangout for author
  • Fantastic sales & great ROI


[learn_more caption=”Title information”]

Described by the publisher as “Romantic, liberating and totally addictive”, the Fifty Shades trilogy is a modern publishing phenomenon. The series begins when “Ana Steele first encounters the driven, damaged entrepreneur Christian Grey, sparked a sensual affair that changes both their lives irrevocably. Ana always knew that loving her “Fifty Shades” would not be easy, and being together poses challenges neither of them had anticipated. She must learn to share Grey”s opulent lifestyle without sacrificing her own…”


[learn_more caption=”View campaign materials”] https://bms.bookswarm.co.uk/wp-content/uploads/2012/06/WEB_Fifty-Shades-campaign-materials.pdf[/learn_more]



Children’s Category

[box]Tony Robinson’s Weird World of Wonders[/box]

Marketeer: Amy Lines
Publisher: Macmillan


Judges’ comments:

  • Strong digital campaign with specially designed game from Aardman Creative
  • Good coverage of key retailers with bespoke promotions
  • Strong range of partnerships targeted with audience in mind, including Supercamps, Centre Parcs, Fun Kids radio…
  • Huge engagement to launch a potentially very strong series
  • 4 million game plays and 150,000 web visits – all in one week


[learn_more caption=”Title information”]

From the publisher:

The first in a fantastically funny new history series from the acclaimed Tony Robinson.

Tony Robinson takes you on a headlong gallop through time, pointing out all the most important, funny, strange, amazing, entertaining, smelly and disgusting bits about the Egyptians! It’s history, but not as we know it!



[learn_more caption=”Watch videos”]

The Game, produced by Aardman Creative



Highly Commended Campaigns


[tabs slidertype=”simple” fx=”slide”] [tab]Campaign Title:The Psychopath Test by Jon Ronson

Marketer: Lee Dibble, Macmillan

  • Highly targeted campaign, particularly to ‘city boys’
  • Multiple creative executives for each market, including ‘Can you spot a psychopath?’ and ‘4% of CEOs are psychopaths’
  • Nice visual link to previous book/film The Men Who Stare at Goats
  • Excellent ROI – author’s bestselling book to date

[/tab][tab]Campaign Title: Me Before You by Jojo Moyes

Marketer: Viviane Basset, Penguin

  • Single-minded focus on guiding the book cleverly to bestsellerdom
  • Nice strong trailer-seeding A huge advance on the 4 previous books – sales now over 160k
  • Provides a textbook case on building an author

[/tab][tab]Campaign Title: The Wind Through the Keyhole, by Stephen King

Marketer: Jane Rose, Hodder & Stoughton

  • Nice original idea (find your face on Stephen King’s new novel): a refreshing approach to a ‘brand name’ campaign
  • Impressive social media activity
  • Good retailer engagement and global approach
  • Strong database capture…..
  • … and pretty good sales at time of submission